Building and evolving scalable web experiences through strategy, technical leadership, development, integrations, and continuous optimization

I work across web strategy, development, CMS platforms, integrations, analytics, SEO, and performance to build and evolve digital experiences that support users, marketing teams, and business growth.

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My practical approach across the full lifecycle

Start with business goals and user intent, align the platform and architecture, build with quality, then measure and improve over time.

1. Get Clarity

Business goals, user intent, funnel performance, data quality, constraints, and current platform architecture.

2. Make a Plan

Platform and architecture decisions, measurement approach, performance strategy, and a realistic path based on capacity.

3. Implement

Build and implement improvements, connect systems and integrations, release reliably, and document what matters.

4. Measure and improve

Monitor performance, diagnose issues, prioritize impact, and refine based on real user behavior and data.

What I bring to web platforms and digital experience

Six areas I tend to own or drive in marketing web environments.

Web Architecture and Development

Builds and maintains the website ecosystem end to end, including architecture, development, QA, releases, and long-term maintainability.

Development QA and releases Governance

Integrations and Marketing Systems

Connects the website to CRM and marketing systems, forms, routing, and automations that support demand.

Forms and routing APIs Automations

Performance, Reliability, and Web Ops

Keeps experiences fast and stable through monitoring, operational discipline, and performance tuning.

Release process Monitoring Accessibility

Conversion and Experience Optimization

Improves user journeys across key funnels, reducing friction and increasing conversion with measured iteration.

Funnels UX diagnostics Experimentation

Discoverability and Content Searchability

Strengthens how people discover and navigate content across search, AI surfaces, and on-site pathways.

Site structure Structured data AI visibility

Analytics, Measurement, and Insights

Builds reliable tracking and reporting, turning behavioral and funnel data into clear priorities.

Measurement Dashboards Attribution

Platform & Technical Ecosystem

A view of the ecosystem I work across, from building and maintaining to measurement and optimization.

Digital Experience Development

Plan, Implement, Measure, Improve

Languages & Development

HTML5 CSS3 Sass JavaScript jQuery React PHP SQL JSON REST APIs

CMS & Hosting

WordPress Multisite Headless CMS HubSpot CMS Webflow CMS WP Engine

Analytics & Tracking

GA4 GTM HubSpot Search Console Similarweb Semrush Clarity Mouseflow Convert VWO

Optimization & Performance

Core Web Vitals CDN + caching New Relic SEO

Tools vary by environment, this is the set I use most often.

Selected Work

A few examples that show how I built scalable web experiences, then used it to improve the end-to-end user journey.

Pragmatic Institute

Scalable multisite platform and performance foundation for marketing and growth

Owned and evolved a multisite platform foundation that enabled faster product launches, audience-specific experiences, and measurable performance gains across key marketing funnels.

Goal

Build a scalable multisite foundation so new product launches could ship quickly, adapt to different audiences, and keep the overall platform fast and maintainable as the site grew.

What I did

Led the multisite architecture and shared patterns so products could launch consistently and stay maintainable over time.
Led technical delivery across core templates and platform improvements, from architecture and implementation through deployment.
Paid down technical debt that slowed delivery and increased regression risk during frequent launches.
Owned web operations, including release process, QA discipline, and engineering standards to reduce launch risk during frequent launches.
Prioritized platform improvements based on business impact, technical risk, and team capacity, balancing new marketing initiatives with the long-term health of the platform.
Improved performance and Core Web Vitals through practical tuning across caching, page weight, and high-impact templates, driving meaningful performance gains.

Platform foundation and performance improvements screenshot

Experience focus

Platform architecture and scalability Performance and Core Web Vitals Technical debt reduction Web operations and reliability

Navigation and homepage redesign screenshot

Experience focus

Navigation and information architecture Commercial funnel pathways (B2C and B2B) Scalable page and component patterns Measurement and iteration

Pragmatic Institute

Discovery and Conversion Pathway Optimization

Led a rebuild of key entry points with a user-first approach, helping shape UX direction and translating UX and SEO strategy into clearer pathways that improved discovery and conversion.

Goal

Help users find the right offering faster and move forward with confidence by making navigation patterns consistent, strengthening homepage entry points, and reducing drop-offs across commercial pathways.

What I did

Partnered with UX, SEO, and marketing stakeholders to translate business goals and user needs into technical requirements, implementation priorities, and scalable solutions.
Built a scalable navigation system and template patterns, including taxonomy-driven structure where it improved findability and consistency across sections.
Implemented commercial pathway updates with clearer CTAs, cleaner progression, and fewer dead ends to support both B2C purchase intent and B2B lead flows.
Owned end-to-end delivery, including component development, QA, rollout coordination, and documentation so the experience stayed reliable through ongoing launches.

Alloy Personal Training

Multi Location Discovery + Microsite Experience (B2C and Franchise B2B)

Led full stack delivery of a multi-location experience that let customers find a nearby gym, route into a location-specific microsite journey, and also support franchise growth through a separate B2B pathway.

Goal

Scale to many locations while keeping the brand consistent, allowing local variation where it mattered, and making it easy for customers to find, choose, and engage with the nearest gym.

What I did

Implemented the location discovery journey, including search by city or ZIP, then routing into location-specific page sets with local CTAs.
Built scalable patterns and data structures for repeatable location pages, reducing manual overhead as new gyms were added.
Worked across marketing, UX, SEO, and development priorities to determine which capabilities should be standardized across locations and where individual markets needed flexibility.
Owned technical SEO and performance improvements so local pages stayed discoverable, indexable, and fast.
Maintained the platform end to end, from development through deployment and ongoing updates, partnering with UX and SEO on findability and conversion pathways.

Alloy Personal Training location search and microsite experience screenshot

Experience focus

Location-based discovery and routing B2C and franchise B2B pathways Local SEO and discoverability Scalable microsite architecture

Douglas J Salon and Institute dual-site user journey optimization screenshot

Experience focus

Cross-site user journey optimization Conversion pathway refinement SEO-informed information architecture Discoverability and intent-based navigation Measurement-aware iteration

Douglas J Salon and Institute

Dual-site journey and discoverability optimization (Consumer + Education)

Improved discovery and conversion across two connected sites, a consumer-facing salon brand and an education-focused institute, by rebuilding key navigation and page patterns, strengthening technical SEO foundations, and implementing clearer pathways for both service booking and program enrollment.

Goal

Help prospective clients and students find the right experience faster by clarifying navigation and content structure across both sites, reducing friction between discovery and action, and improving visibility for high-intent search queries.

What I did

Implemented updates to site architecture, navigation systems, and page-level patterns to better separate consumer services from education programs while maintaining brand consistency.
Delivered technical SEO improvements through template adjustments, internal linking enhancements, metadata alignment, and cleaner content structure to support high-intent discovery.
Built and refined reusable components and layout patterns that made key pathways easier to maintain and extend across both sites.
Owned implementation quality through QA, rollout validation, and regression checks to ensure improvements strengthened conversion flows without disrupting existing performance.

Contact

If you’d like to connect about web platforms, digital experience, marketing technology, or technical web leadership, feel free to reach out.